The Nashville Area Chamber of Commerce today launched an approximately $130,000 “Business Is Good” marketing campaign that will be driven by billboard advertising.
Slated to last six months, and with a chance of being extended, the campaign will highlight “the importance of a strong regional economy, the business community’s responsibility for making that possible and the chamber’s role as the region’s economic development leader and advocate for prosperity,” according to chamber officials.
Nashville-based companies Delevante Creative and D K & Associates are handling the work.
The “Business Is Good” campaign reflects chamber changes intended to make the organization more responsive to member concerns and is geared toward sharpening the chamber’s focus on being the chief facilitator for job-creation initiatives and the “voice of business” in the 10-county region, said Ralph Schulz, chamber president.
“When we say the chamber is an ‘advocate for prosperity,’ we mean we lead the charge for job creation, education, workforce development, streamlining government regulations; we lead efforts for positive growth and we work to be sure this is an environment where businesses can thrive,” Schulz said.
Starting today, a series of billboards highlighting the region’s job growth and strong economy — and the role played by the chamber — will begin appearing throughout Nashville. A website will feature video interviews with chamber members discussing how the strong regional economy translates into a favorable environment for their own business experience.
In addition to billboards, the campaign will include print and online advertising, and grassroots efforts to reinforce the message that “business is good” throughout the region, Schulz said.
In addition, the chamber will conduct a yearlong series of targeted, online member surveys to gauge opinions on issues of importance that will guide the chamber’s advocacy efforts in the areas of job growth, public policy and quality of life.
A December survey of nearly 1,000 chamber members helped to shape the organization’s new focus, according to Schulz. Respondents cited a number of policy concerns on which the chamber could focus its advocacy efforts, including issues related to zoning, tax assessments, city planning, education, and public works and services.
Janet Miller, the chamber’s chief economic development and marketing officer, said that as businesses compare regions where they might relocate their headquarters or expand their operations, “it’s important that we remind them that Nashville is outpacing our competitor cities in so many measures of economic vitality and quality of life.”